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本文在总结网络购物感知风险构成维度的基础上,通过对网络消费群体进行的调查,对C2C电子商务中消费者感知风险维度的具体构成进行了研究,并从网购消费者、网络店铺经营者和网站平台三个角度提出降低消费者网购感知风险的策略。
On the basis of summarizing the dimensions of perceived risk of online shopping, this paper studies the specific composition of consumer perceived risk dimension in C2C e-commerce based on the survey of online consumer groups. From the perspective of online shopping consumers, online shop operators and Website platform three perspectives to reduce the perceived risk of consumer online shopping strategy.